摘要

本研究擬探討「品牌形象」、「知覺價值」與「購買意願」構面之關係，運用問卷調查及統計方法將分析結果提供給個案公司，面對新潮流、新市場，協助該公司思考規劃未來營運方針並擬定相關業績策略，期盼能有效訂立目標，加速提升公司營收，完成增長營運目標任務。本研究對象以曾經到馬可先生烘焙坊的消費顧客為主，南部都會區為抽樣之母體，問卷調查以立意抽樣，自2018年6月1日開始發放至同年7月1日截止，總計回收231份問卷，無效問卷24份，共計207份有效問卷，並使用SPSS統計軟體對其進行相關研究分析。

本研究結果如下：
1. 品牌形象會正向影響購買意願。
2. 品牌形象會正向影響知覺價值。
3. 知覺價值會正向影響購買意願。
4. 知覺價值對品牌形象和購買意願具有部份中介效果。

關鍵字：品牌形象、知覺價值、購買意願

SUMMARY

The purpose of the study was to assess the relationship among the” brand image”, “perceived value”, and “purchase intention” by using survey and statistics software. The analysis results can provide direction for future corporate strategy and sales planning implementation while facing rapid change of the external environment, a clear and specific goal can help a company to increase profitability and accomplish operating target.
A descriptive survey design was adopted to sample and carry on the investigation with customers who have visited and purchased in the MR. MARK bakery shop in urban areas of southern Taiwan from June 1st to July 1st, 2018. The SPSS statistic method was applied to research analysis with total of 231 consumer questionnaires are collected, 207 were valid and 24 were invalid. According to our empirical results, we concluded as follows.
1. Brand image has positive effect on purchase intention
2. Brand image presents positive effect on perceived value
3. Perceived value shows positive effect on purchase intention
4. Perceived value has partially mediation effect in brand image and purchase intention

Keywords: Brand Image, Perceived Value, Purchase Intention

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